What is a Target Analytics Likelihood Score

In order to receive a Target Analytics Likelihood score, a ProspectPoint service must be purchased. Exported data will provide the information needed to calculate these scores.

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Scores are created from Exported Constituent data. This data is then combined with Target Analytics Custom Modeling service to return a likelihood score.

The most commonly requested scores are:

Planned giving likelihood (PGL) predicts which prospects and donors are most likely to make a planned gift.

It helps you to map your planned giving marketing strategy and to identify prospects who are ready to be approached today.

The PGL is especially helpful when you use RFV (Recency, Frequency, Value) to segment donors. Because RFV groups donors together by how often and how much they give and how much, everyone who has never given are treated the same. PGL helps you to determine, for example, of these non-donors should go be put in the annual pool and who should be put in the cultivation pool for major giving.

Annual giving likelihood (AGL) indicates a donor's likelihood to make a gift of any size over a 12 month period.

It helps identify which records should have reduced marketing efforts. In combination with the target gift range (TGR), it helps indicate which donors are likely to upgrade their annual gift.

Use these scores to determine which type of solicitation to send to donors. For example, Joe gives $25 every year but has a high TGR & AGL indicating he could give $100 a year. You may want to send Joe a different solicitation and ask for a higher donation. Research shows that prospects often neglect to respond to a gift request that is out of their range, even when the range is lower than they can afford.

For a successful screening, an organization must have at least 200 donors over recent 12 month period. Also the database must have donors and non-donors.

Major Gift Likelihood (MGL) uses giving models to predict which prospects are most likely to make a major gift.

The definition of a major gift varies by organization, but is generally defined as a minimum gift of $1,000 to $10,000.

It helps identify prospects with major giving potential even when you don't have wealth information on the prospect and helps determine with whom to build relationships.